Advantages and disadvantages of online bookstore

With the rapid development of science and technology, computers have entered thousands of households, graphical interfaces have kept people away from boring instructions, and rich information resources on the Internet have attracted people to travel online. The rise of Internet cafes around the world undoubtedly proves that surfing the Internet is becoming a fashion. According to statistics, by May of 1996, the Internet had covered 160 countries and regions, with about 60 million users, and it is still growing rapidly every year. The popularity of the Internet is an inevitable trend, so many businesses aim at this pure land and do marketing online, so online bookstores, online flower shops, online gift shops and so on have emerged. It is reported that online commerce * * */kloc-0 sold about 500 million US dollars in 1996, and/kloc-0 is expected to reach 4.8 billion US dollars in 1998, which shows that the market potential is huge. Compared with traditional marketing methods, online marketing undoubtedly has many obvious advantages: first, it is conducive to obtaining future competitive advantages. Many families in China buy computers for their children to study, so that they can keep up with the times. Most curious children are crazy about computers. If we can grasp their hearts, when they grow up to be consumers more than ten years later, the products that they knew earlier will undoubtedly become their first choice, that is to say, if we grasp the children now, we will seize the future. In the long run, network marketing can bring long-term benefits to businesses and cultivate a group of loyal customers unconsciously. Second, the convenience and autonomy of decision making. Nowadays, people live in a society full of information. Whether newspapers, magazines, radio or television are full of advertisements, the most annoying thing is that advertisements are inserted in wonderful TV dramas, which makes people have nowhere to hide and have to passively accept all kinds of information. In this case, the low arrival rate and memory rate of advertisements can be imagined. As a result, businesses find advertisements difficult to do, and consumers complain that advertisements are everywhere and there are too few good advertisements. Online marketing is completely different. People don't have to face the bombardment of advertisements. They only need to choose corresponding information according to their own likes or needs, such as manufacturers and products, and then make a purchase decision through comparison. This easy choice is not limited by time and place and can be used 24 hours a day. The information you browse can be any online information at home and abroad. You don't have to go to the mall to compare the quality and price, not to mention the "enthusiastic sales promotion" of the salesperson. It's entirely up to you, just operate the mouse. This kind of flexibility, speed and convenience is incomparable to shopping in shopping malls, especially for many people who have no time or don't like shopping in shopping malls. Third, the cost advantage, the cost of publishing information online is limited. Selling products directly to consumers can shorten the distribution link, anyone can freely obtain the released information, and can broaden the sales scope, thus saving the promotion expenses, thus reducing the cost and making the products competitive in price. Visitors are mostly customers who are interested in this kind of products, and the audience is accurate, which avoids a lot of useless information transmission and saves money. You can also adjust the inventory according to the ordering situation to reduce the inventory cost. For example, online bookstores can divide their books into social sciences, literature, foreign languages, computers, electronics and so on. They can also be indexed by publisher, author, country, etc. , it is convenient for readers to find, and you can also open a column to introduce new books and content profiles, update information in a timely and convenient way, provide more updated books with lower site fees and inventory fees, and win customers. Good communication can do questionnaires to collect customers' opinions, let customers participate in the design, development and production of products, make production truly customer-centered, fully meet customers' needs and avoid unnecessary waste. Moreover, customers will like the products involved in the design, as if they were produced by themselves. Merchants can set up special personnel to answer questions, help consumers understand product-related information, and make communication humanized and personalized. For example, in automobile production, manufacturers can provide a variety of engines, steering wheels and body colors for customers to choose from, and then try to install them on computers, so that customers can see the molded cars and make adjustments, so that cars can also be customized in large quantities, and businesses can also understand customers' hobbies and develop new products. Five major optimization services People are most afraid of meeting two kinds of salespeople, one is "as cold as ice", which makes people afraid to buy; The other is "passion", which makes people have to buy it. Although the promotion was successful, the customers were disgusted. However, the one-to-one service of online marketing leaves more room for customers to think freely, avoids impulsive shopping and can make more comparisons before making a decision. Online service can be a 24-hour service, and it is faster. For example, a person who buys a printer from Hewlett-Packard Company always has problems. After consulting, he learned that it was a problem with the printing program, so he found HP's website and downloaded the printing program, and the problem was solved. As fast and convenient as possible, HP also saved a sum of money. Not only after-sales service, but also in the process of customer consultation and purchase, merchants can provide services in time to help customers complete their purchase behavior. Usually, the after-sales service cost accounts for 67% of the development cost. Providing network services can reduce this cost. 6. Multimedia effect Network advertising has the characteristics of large information bearing capacity of print media and good visual and auditory effect of broadcast media, which can be described as illustrated with pictures and complete audio and video. Moreover, advertisements do not need to be printed, which saves paper and is not limited by time and layout. As long as customers need it, they can ask for it at any time. Everything has advantages and disadvantages, and online marketing is no exception. Without trust, people still believe in the concept of seeing is believing. When shopping, you should look with your own eyes and feel with your own hands. No wonder many businesses have a bad reputation. Although there are many promises, saying one thing and doing another makes consumers have to shop around. I'm afraid what they bought home is different from what they introduced. It's a little troublesome, but it's better than watching people when returning or exchanging goods. There is also a saying that "the right to interpret this activity belongs to our company", which makes people have to think twice. Online shopping, people can't see the real thing, and there is no texture. What if they are fooled? Litigation is time-consuming and expensive, and winning is not worth the loss. It's better to spend some time when buying. Quality assurance is an important aspect in developing online shopping. Second, the lack of interest in online shopping, in the face of cold, emotionless machines, it does not have the elegant and comfortable environment atmosphere in shopping malls, the lack of fun of shopping in groups of three or five, and no exquisite goods to enjoy. Sometimes, the purpose of shopping is not necessarily shopping, it can be a kind of leisure or enjoyment. Online shopping is still not convenient to try. Consumers don't have live experience, so they can't judge the truth from the salesman's expression. Physical objects are always more real and vivid than images. So for many people, online shopping is not attractive enough. III. Technical and Security Issues China's network development level is not high and its coverage rate is low. Even in a big city like Beijing and Shanghai, it only reaches 8% and 2%, and other cities can imagine. The low hardware environment, the lack of personnel level and the lack of information management and analysis ability have greatly restricted the development of the network. If you pay by electronic bank or credit card, once the password is intercepted, consumers will lose a lot, which is also a big problem that must be solved in the development of online shopping. Fourth, the abundant information on the Internet makes consumers not need to compare prices pieced together, but only need to browse the websites of merchants to shop around. But for merchants, it is easy to trigger a price war, reduce the profit rate of the industry or lead to both losses. For some products with certain price flexibility, such as bulk discount, it is not convenient to bargain online, which may delay business opportunities. 5. Poor advertising effect Although online advertising has multimedia effect, its color effect is not as good as that of magazines and TV, and its sound effect is not as good as that of TV and radio, which has great limitations in creativity. 6. Passive information on the Internet can only wait for customers to come, and can't take the initiative to attack. It only realizes point-to-point communication, and has no effect of forced viewing. The initiative is in the hands of consumers, who can choose to watch or not. The merchants are waiting. As a brand-new marketing communication mode, network marketing needs to be improved and developed. I believe that with the development of network technology and the popularity of the Internet, the Internet will become the fifth largest media besides newspapers, magazines, radio and television, and become one of the choices for businesses to place advertisements.